Product review system including reviewer purchase indicator

ABSTRACT

A system for presenting keywords obtained from users in a review process. The keywords are displayed along with a use value that reflects the number of times users have voted or selected the keyword as being relevant or effective in a review of a product. The keywords can be used to assist consumers in deciding whether to purchase a product or a service, in determining a brand&#39;s reputation, or for other purposes. Keywords can be ranked according to usage criteria such as the frequency of use of the keyword in reviews, the reputation of a user/reviewer who created or used the keyword, etc. Rankings can be dynamically updated when keyword usage changes. Such as when a keyword declines in popularity, when words change in meaning or become obsolete or irrelevant with respect to their original intent, etc. Keywords can be used as filters for product searches.

CLAIM OF PRIORITY AND REFERENCE TO RELATED APPLICATIONS

This application claims priority from the following, each of which isincorporated by reference as if set forth in full in this application:

U.S. Provisional Patent Application Ser. No. 60/736,969 filed on Nov.15, 2005 entitled “PRODUCT COMPARISON CHART BASED ON A QUALITATIVECONSUMER VOCABULARY, A METHOD FOR COMPARING TWO OR MORE PRODUCTS BASEDON CRITERIA FROM CONSUMER-CONTRIBUTED WORDS AND/OR PHRASES”; and

U.S. Provisional Patent Application Ser. No. 60/741,413 filed on Dec. 1,2005 entitled “DYNAMIC PRODUCT SUMMARY BASED ON CONSUMER-CONTRIBUTEDKEYWORDS”.

This application is related to co-pending U.S. Patent Application Ser.No. ______ [TBDI filed on Jun. 22, 2006 entitled “SYSTEM FOR OBTAININGREVIEWS USING SELECTIONS CREATED BY USER BASE” which is herebyincorporated by reference as if set forth in full in this applicationfor all purposes.

BACKGROUND OF THE INVENTION

This invention relates in general to digital processing systems and morespecifically to a system for presenting, comparing and employinguser-generated keywords for use in online product reviews.

Consumer opinions are useful to manufacturers, sellers, marketers andother participants in a commercial supply chain so that the participantsmay more effectively create, advertise and sell products and services.Knowledge of opinions can also be useful in many other areas such asopinion polls for government candidates, popularity of proposed laws;predicting financial securities, obtaining knowledge of social issues,etc.

Digital communication networks, such as the Internet, and popularpresentation formats such as Hyper-Text Markup Language (HTML) as usedon the World Wide Web (“web”) have provided many benefits for gatheringopinions of consumers. The Internet allows efficient gathering ofconsumer opinions in the form of, for example, product reviews, brandrating, service reviews, etc. Users of computer systems are presentedwith a page that allows a user to type in a product review. The reviewcan be read by an administrator and used to compile statisticalinformation about the product.

Tabulated information for use in consumer product purchasing can include“specification-based information” such as specific facts about theproduct or service (technical specifications, features, etc.),calculated data (overall user “star rating,” price, etc.) and/orqualitative information that is determined by an expert, manufacturer,or other official source. Such specification based information is oftenobtained from a human expert, manufacturer, or other official source.While specification based information can be useful to consumers it mayalso present drawbacks since some consumers might not be able to easilyinterpret the specification-based criteria properly. Also, expert-basedqualitative criteria may not be as accurate as consumer-providedcriteria since it is largely or exclusively dependent upon one or a fewpeople and the decision to define the criteria is made at a past pointin time.

Reviews are often sought by shoppers to help make an informed decisionabout buying a product or service. It is desirable to provide anefficient interface to present reviews to users and to help users toshop effectively.

SUMMARY OF EMBODIMENTS OF THE INVENTION

A preferred embodiment of the invention displays user-created keywordsthat are used in item reviews to describe or rate an item. The keywordsare rated by user voting. The keywords, along with the associatedratings, are displayed for further use by users in creating otherreviews of the product. The keywords and ratings are also used in adisplay of reviews of the product. The keywords and ratings can becategorized according to the type of attributes (e.g., “pro,” “con,”etc.) in which the keywords are used.

In one embodiment, each keyword is associated with a rating that isreferred to as a “use value.” The use value indicates the number oftimes that the keyword was used in a review. The use in a reviewrepresents a “vote” by a user. In other words, every time a user selectsa keyword as appropriate to describe the product, the use valueincreases. In this manner the consumer gets an idea about the popularityof the keyword in reviewing a product or products. This can lead to aconclusion that a feature associated with the keyword is important orcritical to the value of the product. For example, if a keyword such as“fragile LCD” appears in many reviews then it is likely that thedurability of the LCD is a major issue for the product.

Keyword usage can be indicated by other means than a use value, ornumber. Symbols such as a 5 star rating, two thumbs up, etc., can beused. A meter or bar can be used to indicate a relative rankingdepending upon how much of the bar is colored or filled in. Use valuescan be associated with keywords or other review data or review metricsso that the consumer obtains knowledge about the review metric'spopularity in reviewing a product, group or category of products, brandtype, service, or other item under consideration.

Details of the benefits of, and methods for, using user-generatedkeywords in a product review are discussed in the co-pending patentapplication referenced, above.

Keywords can be tabulated and categorized according to frequency andtype of use. Keywords can be linked to a list of specific reviews thatuse the keyword, or they can be linked to other information about thekeyword as, for example, by using hyperlinking in an HTML web page. Alink can provide a larger or more complete set of consumer keywordsrather than just the most popular ones presented at a high-level page ina review website.

Keywords can be used by a consumer at a website to filter or organizelists of products or other items so that the consumer can make aninformed decision about purchasing a product. A comparison chart listskeywords that can be used to select, filter or otherwise organize items.Clicking on a keyword can select or deselect the keyword. Selectedkeywords can be used in searches or filters to include or exclude itemsthat meet a criterion defined by a rule that uses one or more keywords.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 shows an exemplary process for displaying reviews;

FIG. 2 is a graphic representation of keywords obtained from consumeropinions that are used to compare brands;

FIG. 3 illustrates using keywords in searches to filter product searchresults;

FIG. 4 illustrates further steps in filtering of product search results;

FIG. 5 shows a computer system suitable for use with the presentinvention;

FIG. 6 shows basic subsystems in the computer system of FIG. 6; and

FIG. 7 is a generalized diagram of a typical computer network suitablefor use with the present invention.

DETAILED DESCRIPTION OF EMBODIMENTS OF THE INVENTION

User-generated keywords are typically created by users during the courseof preparing or submitting a product review online. A keyword caninclude one or more words, phrases, alphanumeric or symbolic characters,image or audio information or other means of conveying information.Details of generation, use and management of keywords are included inthe co-pending patent application referenced, above. User generatedkeywords provide advantages to shoppers because they can be changed toreflect current views on products and can be used to obtain morestatistically meaningful results by enforcing consistent word or phrasedescriptions among many reviewers. Other benefits are also described inthe co-pending patent application.

FIG. 1 shows an example of a portion of a web page that displays aconsumer keyword-based tabulated dynamic summary for a clothing product(in this case, a jacket). Keywords such as “Looks cool,” “Hiking” and“Expensive” at 110 are shown associated with three different categorieslabeled “Pros,” “Uses” and “Cons,” respectively. Other keywords include“Warm” “Lots of storage,” Lightweight,” “Skiing” and “Tears easily.”Following each keyword is a number referred to as a “use value”. The usevalue shows the number of times that each keyword has been used in areview within the particular category. The same keyword can be used inmultiple categories. In this case a different use value can beassociated with the keyword for each different category. Naturally, anynumber of keywords and categories can be used.

The keywords and use values are automatically updated as keywords areused in a review, removed from use in a review, created, deleted orotherwise managed. Updating can be near real-time or almostinstantaneous, or updates can be performed at intervals (e.g., hourly,daily, monthly, etc.), at a predetermined time, or in accordance withother schemes. New phrases and terms like “windproof and breathable” or“waterproof” may appear over time, and may either replace some currentkeywords or be appended to the list of keywords.

Users can “vote” on a keyword to indicate that they think it isparticularly relevant or useful in a review. The use value includes thenumber of actual votes received for a keyword. Other ways of voting on,rating or ranking keywords can be used. Multiple use values can be shownfor a given keyword as, for example, where there are multiple categoriesof voting such as votes obtained in the current month and votes obtainedprior to the current month.

FIG. 1 only shows the most popular keywords receiving the most number ofuses or votes. Other embodiments can include a complete list ofkeywords, a listing of a different portion of keywords (e.g., mostcommonly used within a recent time period, least commonly used, etc.). Amethodology or rule for selecting keywords for display may change overtime. For example, a list of keywords may be completely cleared so thatan entirely new keyword ranking can be initiated.

In FIG. 1, an overall rating of the product is provided visually (e.g.,up to 5 stars) at 114. The ability for a user to write a review isprovided by a link at 116. Clicking this link takes the user to anotherweb page (not shown) where the user can create a review and canoptionally use one or more of the keywords from the list at 110, createnew keywords, vote on keywords or perform other operations. Thedrop-down box at 118 allows the user to sort and display user reviewsaccording to a criterion such as most recent reviews, helpfulness (“wasthis review helpful to you?”), highest rated, etc. An example review isshown at 120.

In the example in FIG. 1, a user can click on any keyword, such as“Lightweight” and see a list of reviews or the text of actual reviewsthat contain that keyword. This enables a user to see the context (inthe form of a full review) behind the keyword.

FIG. 2 shows another portion of a web page that provides a brand namerating summary for kitchen range manufacturers. The summary is based onqualitative user-created keywords rated according to user voting. A userbrowsing a web site selects a page related to one or more products,brand names, services or other items (e.g., person, event, etc). Asummary of tabulated, dynamic keywords is displayed at 130 inassociation with selected items. In FIG. 2, the selected items are threebrand names of kitchen range manufacturers shown at 132. A shortdescription of each brand name is shown at 134. This type of displaypresents information in a way that is easy for a user to quicklyunderstand key terms and phrases from a collection of consumer opinions.The consumer-generated keywords are associated with products, or items.Data about the items can be maintained in and obtained from differentdatabase systems. As demonstrated in FIG. 2, the consumer keywords maybe grouped into one or more categories of criteria that identify the“Pros” (i.e., benefits), “Cons” (i.e., drawbacks), and “Kitchen Style”of the products. Reviews for products provided by each brandmanufacturer are shown at 140.

Various aspects of the invention can be used with other methods ofobtaining and presenting consumer reviews and pre-made tags. Forexample, consumers post opinions about products and services throughvarious mechanisms such as blogs, bulletin boards, and product reviews.

Although FIG. 2 shows brand names being compared, items that can becompared include products, services, brands or any other thing that canbe a subject of a comparison. The criteria within the rows, such as the“Pros” and “Cons” categories, would include qualitative,consumer-contributed terms relevant to the items or subjects. Thecriteria are automatically updated as the consumer vocabulary grows.Ratings or review information can include other indicators such as a“star rating” (e.g., 3 out of 4 starts), a meter bar, etc. Indicatorsand ratings can show the results of users voting on a product. User dataacquired in different ways (such as counting positive and negativereviews) can be used to derive, in whole or in part, suitable types ofratings. Other types of categories such as uses, benefits, drawbacks,style, lifestyle, fit, sizing, etc. can be displayed in rows andassociated usage and other criteria can be displayed in association witheach category.

FIG. 3 shows a portion of a web page to illustrate using user-createdkeywords to select, filter or manage lists of products for purchaseconsideration. In FIG. 3, keywords for user selection are presented ininclusion box 302 and exclusion box 304. Products are searched anddisplayed according to whether selected keywords are present in reviewsassociated with the products. Only products that have reviews thatinclude the selected keywords in inclusion box 302 will be displayed.Similarly, the displayed products must also not have reviews associatedwith them that use keywords selected in exclusion box 304.

In FIG. 3, the keywords “durable” 312 and “hiking” 314 are selected forinclusion. Keyword “tears easily” 316 is selected for exclusion. Othermethods of selecting and displaying keywords to be used as search orfilter criteria are possible.

Status bar 310 indicates that 12 of 47 products match the conditions orcriteria defined by the selected keywords in the inclusion and exclusionboxes. Other types of conditions, criteria or rules can be used toperform the filtering. For example, Boolean or logical expressions canbe formed with keywords and used as search or filter criteria.

A list of the products that satisfy the criteria is shown beginning at320. Additional pages of products satisfying the criteria are includedin pages 2 and 3 and are accessible by links to the pages at 322.

FIG. 4 shows a result of selecting another keyword for inclusion. InFIG. 4, keyword “waterproof” 330 has been selected which has reduced thenumber of “hits” or products that satisfy the criteria to 5. Thecriteria now require that a product have reviews that include keywords“durable,” “hiking” and “waterproof” but that exclude keyword “tearseasily.” Other ways of including or excluding keywords for searches arepossible. For example, a single list of the keywords can be used whereclicking on a keyword alternately changes its status to be “included,”“excluded” or “not used” in a search.

In an embodiment of the invention an icon or “badge” is used to showthat a review was created by a “verified purchaser.” A verifiedpurchaser is a person who is known with some degree of certainty to havepurchased the product that is the subject of the review. A preferredembodiment uses email verification that includes several steps. (1) At atime of purchase of a product the purchaser is asked to provide an emailaddress. (2) At a later time an email request is sent to the purchaserat the provided address. The email allows the purchaser to optionallycreate a review using a clickable Uniform Resource Locator (URL) addressembedded in the email. If the purchaser clicks the link a web page isdisplayed that allows entry of a review. (3) By using a uniqueidentifier passed to a web page server at a time of processing theclicked hyperlink the server is able to associate the review submittedvia the hyperlink with the purchaser. (4) A review record created byusing the hyperlink is then provided with a verified purchaser tag.

Whenever the review is displayed it is marked with the badge. Readers ofthe review can decide whether to give more credibility to reviews fromverified purchasers since it is likely that the review is from aconsumer who has likely purchased the product under review. Othermechanisms can be used to determine if a review is from an actualpurchaser. For example, a user account can be created where each user isprovided with a password, logon, etc. Purchases through the account canbe tracked and if a review is written from that account about a product,service, or other item that has been purchased through that same accountthen the review can be deemed worthy of the verified purchaser badge.Other purchase verification approaches are possible.

A badge can be an icon, text, symbol or other graphic placed on thescreen in proximity to or in association with a review, a reviewer'sname, or other information created by a person who has been determinedto be likely to have purchased a product. In general, any type ofindicator can be used to mark a review from a verified purchaser such asanimation, color, font size, review or author name placement (e.g.,indenting, ordering a list of reviews), etc.

FIGS. 5-7 illustrate basic hardware components suitable for practicingthe present invention.

FIG. 5 is an illustration of computer system 1 including display 3having display screen 5. Cabinet 7 houses standard computer components(not shown) such as a disk drive, CDROM drive, display adapter, networkcard, random access memory (RAM), central processing unit (CPU), andother components, subsystems and devices. User input devices such asmouse 11 having buttons 13, and keyboard 9 are shown. Other user inputdevices such as a trackball, touch-screen, digitizing tablet, etc. canbe used. In general, the computer system is illustrative of but one typeof computer system, such as a desktop computer, suitable for use withthe present invention. Computers can be configured with many differenthardware components and can be made in many dimensions and styles (e.g.,laptop, palmtop, pentop, server, workstation, mainframe). Any hardwareplatform suitable for performing the processing described herein issuitable for use with the present invention.

FIG. 6 illustrates subsystems that might typically be found in acomputer such as computer 1.

In FIG. 6, subsystems within box 20 are directly interfaced to internalbus 22. Such subsystems typically are contained within the computersystem such as within cabinet 7 of FIG. 5. Subsystems includeinput/output (I/O) controller 24, System Memory (or random access memory“RAM”) 26, central processing unit CPU 28, Display Adapter 30, SerialPort 40, Fixed Disk 42, Network Interface Adapter 44. The use of bus 22allows each of the subsystems to transfer data among subsystems and,most importantly, with the CPU. External devices can communicate withthe CPU or other subsystems via bus 22 by interfacing with a subsystemon the bus. Thus, Monitor 46 connects with Display Adapter 30, arelative pointing device (e.g. a mouse) connects through Serial Port 40.Some devices such as Keyboard 50 can communicate with the CPU by directmeans without using the main data bus as, for example, via an interruptcontroller and associated registers.

As with the external physical configuration shown in FIG. 5, manysubsystem configurations are possible. FIG. 6 is illustrative of but onesuitable configuration. Subsystems, components or devices other thanthose shown in FIG. 6 can be added. A suitable computer system can beachieved without using all of the subsystems shown in FIG. 6. Forexample, a standalone computer need not be coupled to a network soNetwork Interface 44 would not be required. Other subsystems such as aCDROM drive, graphics accelerator, etc. can be included in theconfiguration without affecting the performance of the system of thepresent invention.

FIG. 7 is a generalized diagram of a typical network.

In FIG. 7, network system 80 includes several local networks coupled tothe Internet. Although specific network protocols, physical layers,topologies, and other network properties are presented herein, thepresent invention is suitable for use with any network.

In FIG. 7, computer USER1 is connected to Server1. This connection canbe by a network such as Ethernet, Asynchronous Transfer Mode, IEEEstandard 1553 bus, modem connection, Universal Serial Bus, etc. Thecommunication link need not be a wire but can be infrared, radio wavetransmission, etc. Server1 is coupled to the Internet. The Internet isshown symbolically as a collection of server routers 82. Note that theuse of the Internet for distribution or communication of information isnot strictly necessary to practice the present invention but is merelyused to illustrate a preferred embodiment, below. Further, the use ofserver computers and the designation of server and client machines isnot crucial to an implementation of the present invention. USER1Computer can be connected directly to the Internet. Server1's connectionto the Internet is typically by a relatively high bandwidth transmissionmedium such as a T1 or T3 line.

Similarly, other computers at 84 are shown utilizing a local network ata different location from USER1 Computer. The computers at 84 arecoupled to the Internet via Server2. USER3 and Server3 represent yet athird installation.

Although embodiments of the invention have been discussed primarily withrespect to specific arrangements, formats, protocols, etc. any othersuitable design or approach can be used. For example, keywords can becreated, presented and selected in any suitable manner. Keywords can beorganized or presented as a list, menu, array, tree hierarchy or otherassortment. Radio buttons, check boxes, selection highlighting,animating, drag and drop, or any other form of selection can be used.

In general, voting or rating can include any way of obtaining a user'sindication that a keyword is preferred or more useful in a review. Forexample, voting can include assigning a preference value from 1-10 to akeyword, rearranging a list of keywords as most to least preferential,etc.

Note that although specific controls and mechanisms for obtaining userinput have been described that any manner of effectively obtaining userinput can be used, as desired. For example, although mouse/pointer andkeyboard input selection and entry have been described, any other userinput device such as a trackball, digitizing tablet, voice recognition,stylus, keypad, data glove, etc., can be used. Any type of displayableor discrete controls can be used to accept user input. Any type orformat of presentation of information is possible such as video,graphical, three-dimensional, virtual reality, audio or audio-onlypresentation, etc. can be used. Visual depictions such as symbols,graphs, charts, etc. can be used to show qualities or values.

The embodiments described herein are merely illustrative, and notrestrictive, of the invention. For example, the network may includecomponents such as routers, switches, servers and other components thatare common in such networks. Further, these components may comprisesoftware algorithms that implement connectivity functions between thenetwork device and other devices.

Any suitable programming language can be used to implement the presentinvention including C, C++, Java, assembly language, etc. Differentprogramming techniques can be employed such as procedural or objectoriented. The routines can execute on a single processing device ormultiple processors. Although the flowchart format demands that thesteps be presented in a specific order, this order may be changed.Multiple steps can be performed at the same time. The flowchart sequencecan be interrupted. The routines can operate in an operating systemenvironment or as stand-alone routines occupying all, or a substantialpart, of the system processing.

Steps can be performed by hardware or software, as desired. Note thatsteps can be added to, taken from or modified from the steps in theflowcharts presented in this specification without deviating from thescope of the invention. In general, the flowcharts are only used toindicate one possible sequence of basic operations to achieve afunction.

In the description herein, numerous specific details are provided, suchas examples of components and/or methods, to provide a thoroughunderstanding of embodiments of the present invention. One skilled inthe relevant art will recognize, however, that an embodiment of theinvention can be practiced without one or more of the specific details,or with other apparatus, systems, assemblies, methods, components,materials, parts, and/or the like. In other instances, well-knownstructures, materials, or operations are not specifically shown ordescribed in detail to avoid obscuring aspects of embodiments of thepresent invention.

As used herein the various databases, application software or networktools may reside in one or more server computers and more particularly,in the memory of such server computers. As used herein, “memory” forpurposes of embodiments of the present invention may be any medium thatcan contain, store, communicate, propagate, or transport the program foruse by or in connection with the instruction execution system,apparatus, system or device. The memory can be, by way of example onlybut not by limitation, an electronic, magnetic, optical,electromagnetic, infrared, or semiconductor system, apparatus, system,device, propagation medium, or computer memory.

A “processor” or “process” includes any human, hardware and/or softwaresystem, mechanism or component that processes data, signals or otherinformation. A processor can include a system with a general-purposecentral processing unit, multiple processing units, dedicated circuitryfor achieving functionality, or other systems. Processing need not belimited to a geographic location, or have temporal limitations. Forexample, a processor can perform its functions in “real time,”“offline,” in a “batch mode,” etc. Portions of processing can beperformed at different times and at different locations, by different(or the same) processing systems.

Reference throughout this specification to “one embodiment,” “anembodiment,” or “a specific embodiment” means that a particular feature,structure, or characteristic described in connection with the embodimentis included in at least one embodiment of the present invention and notnecessarily in all embodiments. Thus, respective appearances of thephrases “in one embodiment,” “in an embodiment,” or “in a specificembodiment” in various places throughout this specification are notnecessarily referring to the same embodiment. Furthermore, theparticular features, structures, or characteristics of any specificembodiment of the present invention may be combined in any suitablemanner with one or more other embodiments. It is to be understood thatother variations and modifications of the embodiments of the presentinvention described and illustrated herein are possible in light of theteachings herein and are to be considered as part of the spirit andscope of the present invention.

Embodiments of the invention may be implemented by using a programmedgeneral purpose digital computer, by using application specificintegrated circuits, programmable logic devices, field programmable gatearrays, optical, chemical, biological, quantum or nanoengineeredsystems, components and mechanisms may be used. In general, thefunctions of the present invention can be achieved by any means as isknown in the art. Distributed, or networked systems, components andcircuits can be used. Communication, or transfer, of data may be wired,wireless, or by any other means.

It will also be appreciated that one or more of the elements depicted inthe drawings/figures can also be implemented in a more separated orintegrated manner, or even removed or rendered as inoperable in certaincases, as is useful in accordance with a particular application. It isalso within the spirit and scope of the present invention to implement aprogram or code that can be stored in a machine readable medium topermit a computer to perform any of the methods described above.

Additionally, any signal arrows in the drawings/Figures should beconsidered only as exemplary, and not limiting, unless otherwisespecifically noted. Furthermore, the term “or” as used herein isgenerally intended to mean “and/or” unless otherwise indicated.Combinations of components or steps will also be considered as beingnoted, where terminology is foreseen as rendering the ability toseparate or combine is unclear.

As used in the description herein and throughout the claims that follow,“a,” “an,” and “the” includes plural references unless the contextclearly dictates otherwise. Also, as used in the description herein andthroughout the claims that follow, the meaning of “in” includes “in” and“on” unless the context clearly dictates otherwise.

The foregoing description of illustrated embodiments of the presentinvention, including what is described in the Abstract, is not intendedto be exhaustive or to limit the invention to the precise formsdisclosed herein. While specific embodiments of, and examples for, theinvention are described herein for illustrative purposes only, variousequivalent modifications are possible within the spirit and scope of thepresent invention, as those skilled in the relevant art will recognizeand appreciate. As indicated, these modifications may be made to thepresent invention in light of the foregoing description of illustratedembodiments of the present invention and are to be included within thespirit and scope of the present invention.

Thus, while the present invention has been described herein withreference to particular embodiments thereof, a latitude of modification,various changes and substitutions are intended in the foregoingdisclosures, and it will be appreciated that in some instances somefeatures of embodiments of the invention will be employed without acorresponding use of other features without departing from the scope andspirit of the invention as set forth. Therefore, many modifications maybe made to adapt a particular situation or material to the essentialscope and spirit of the present invention. It is intended that theinvention not be limited to the particular terms used in followingclaims and/or to the particular embodiment disclosed as the best modecontemplated for carrying out this invention, but that the inventionwill include any and all embodiments and equivalents falling within thescope of the appended claims.

1. A method for presenting keywords used for a review, the methodcomprising: obtaining a plurality of user-created keywords, wherein eachuser-created keyword is created by a user in a review; receiving votesto indicate users' ratings of effectiveness of the keywords used inreviews; and transferring at least a portion of the plurality ofuser-created keywords for display to a user, wherein a digital processoris used to display keywords on a display screen along with a ratingderived from the votes.
 2. The method of claim 1, wherein the keywordrating information includes frequency of selection of a keyword for usein reviews.
 3. The method of claim 1, further comprising: tracking arating of a user/reviewer; and including the rating of the user/reviewerin the keyword rating information.
 4. The method of claim 1, furthercomprising: automatically updating a ranking of at least a portion ofthe plurality of user-created keywords.
 5. The method of claim 4,wherein automatically updating is in response to an increase in thenumber of obtained user-created keywords.
 6. The method of claim 1,further comprising: tabulating keywords.
 7. The method of claim 1,further comprising: categorizing keywords.
 8. The method of claim 7,wherein categorizing includes categories of one or more of thefollowing: pros, cons, uses, benefits, drawbacks, style, lifestyle, fit,sizing.
 9. The method of claim 1, wherein a given keyword includes alink to a context of use of the given keyword, the method furthercomprising: receiving a signal from a user input device to select thegiven keyword; and displaying at least a portion of the context of useof the given keyword in response to the selection.
 10. The method ofclaim 1, wherein a given keyword includes a link to a subset ofadditional keywords.
 11. The method of claim 1, further comprising:replacing a particular user-created keyword.
 12. The method of claim 11,wherein replacing is in response to a change in use of the particularuser-created keyword.
 13. The method of claim 12, wherein the meaning ofthe particular user-created keyword has changed over time.
 14. Themethod of claim 1, wherein the review includes a review of a product.15. An apparatus for presenting keywords used for a review, theapparatus comprising: a processor; a machine readable medium includingone or more instructions executable by the processor for: obtaining aplurality of user-created keywords, wherein each user-created keyword iscreated by a user in a review; receiving votes to indicate users'ratings of effectiveness of the keywords used in reviews; andtransferring at least a portion of the plurality of user-createdkeywords for display to a user, wherein a digital processor is used todisplay keywords on a display screen along with a rating derived fromthe votes.
 16. A machine-readable medium including instructionsexecutable by a processor for: obtaining a plurality of user-createdkeywords, wherein each user-created keyword is created by a user in areview; receiving votes to indicate users' ratings of effectiveness ofthe keywords used in reviews; and transferring at least a portion of theplurality of user-created keywords for display to a user, wherein adigital processor is used to display keywords on a display screen alongwith a rating derived from the votes.
 17. A method for displaying auser-created keyword for use in a review of an item, the methodcomprising: displaying the keyword on a display screen; and displayingan indicator of an amount of use of the keyword.
 18. The method of claim17, wherein the action includes: using the keyword in a review of theitem.
 19. The method of claim 17, wherein the action includes: linkingto a web page that includes additional information relating to thekeyword.
 20. The method of claim 17, wherein the amount of use includesa number indicating the amount of times that the keyword has been usedin an item review.
 21. The method of claim 17, wherein two or moreuser-created keywords are displayed in two or more item reviews at thesame time.
 22. The method of claim 21, wherein the item reviews aredisplayed adjacently on a display screen.
 23. The method of claim 22,wherein the item reviews are displayed side-by-side.
 24. A method forpresenting a list of items, the method comprising: obtaining a pluralityof user-created keywords, wherein each user-created keyword is createdby a user in a review; displaying the plurality of user-created keywordsby using a digital processor to display keywords on a display screen;accepting a signal from a user input device to select at least onekeyword; filtering a subset of the items in response to the selected atleast one keyword; and displaying at least a portion of the subset ofthe items on the display screen.
 25. The method of claim 24, furthercomprising: accepting a signal from a user input device to select aparticular keyword; and displaying items having reviews that do notinclude the particular keyword.
 26. An apparatus for displaying auser-created keyword for use in a review of an item, the apparatuscomprising: a processor coupled to a display screen; a machine-readablestorage medium including instructions executable by the processor for:displaying the keyword on the display screen; and displaying anindicator of an amount of use of the keyword.
 27. A machine-readablestorage medium for displaying a user-created keyword for use in a reviewof an item, the machine-readable storage medium comprising one or moreinstructions for performing the following: displaying the keyword on adisplay screen; and displaying an indicator of an amount of use of thekeyword.
 28. A method for presenting a review of an item to a user, themethod comprising the following steps performed by a processor coupledto a display screen: detecting an indicator that indicates that the itemwas purchased by the reviewer; and displaying a symbol on the displayscreen in association with the review to indicate to the user that thereviewer purchased the item.
 29. The method of claim 28, wherein thesymbol is a badge.
 30. The method of claim 28, wherein the symbol is anicon.
 31. The method of claim 28, further comprising: accepting an emailaddress at a time of accepting a purchase of a particular item from acustomer; and using the email address to obtain a review of theparticular item.
 32. An apparatus for presenting a review of an item toa user, the apparatus comprising: a processor coupled to a displayscreen; a machine readable storage medium including instructionsexecutable by the processor for detecting an indicator that indicatesthat the item was purchased by the reviewer; and displaying a symbol onthe display screen in association with the review to indicate to theuser that the reviewer also purchased the item.
 33. A machine-readablemedium including instructions executable by a processor for presenting areview of an item to a user, the machine-readable storage mediumincluding one or more instructions for: detecting an indicator thatindicates that the item was purchased by the reviewer; and displaying asymbol on a display screen in association with the review to indicate tothe user that the reviewer also purchased the item.